Study: Instagram offers marketers best engagement on videos

Adding videos to your content marketing strategy has become crucial for success.

The content type has taken over as the medium of choice for brand managers looking to make a splash on social platforms, but how do you know which venue is right for your goals?

In terms of video content, a new study from L2 identifies Instagram as the best for engagement, Facebook as best for reach and YouTube as best for organic views (via search). The company parsed the data from 60,000 videos and 293 campaigns from 201 brands.

Instagram performed far better in the engagement category, with 16 percent of users taking an action on Instagram videos, compared to Facebook’s 1.5 percent and YouTube’s 0.3 percent.

Online video marketing success looks very different when you consider a video’s total views, however. Facebook led with 18.8 million, then YouTube with 14.8 million and Instagram with 5.2 million.

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The study also found that YouTube boasted the highest organic views, but Facebook provided brand managers the best reach for their videos.

"Leader brands are working to ensure that their video assets are optimized across channels and ultimately promote sales,” L2’s senior research associate Evan Bakker said in a statement. "While social media operates primarily as a top-of-funnel awareness driver, linking video content on these platforms to e-commerce enabled brand sites or retail partners can help brands guide browsers closer to purchase."

Baker’s statement brings up a good point: Videos shouldn’t simply be posted with the same edit across all social channels.

Each platform offers its own unique value proposition, which this study highlights. For Instagram, pay considerable attention to your call to action. For Facebook, the message that you want to reach the masses should be clear and quickly presented. If you’re posting videos on YouTube, optimize them for consumers who are searching for information about your organization and the products or services you sell.

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